Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 89
The Effectivity of E-Commerce in Increasing
The Room Occupancy at Intercontinental
Bali Resort, Jimbaran
Ni Kadek Eni Widyastuti1*, Ni Nyoman Sri Astuti2, Dewa Made Suria Antara3,
Ni Gst Nym Suci Murni4
Tourism Business Management, Politeknik Negeri Bali, Indonesia1,2,3,4
nkeniwidyastuti@gmail.com1*
Abstract
This study is based on the effectiveness of e-commerce
implementation increasing room occupancy. It aims to find out how
effective the implementation of e-commerce is and to find out the
most effective variables in increasing the room occupancy at
InterContinental Bali Resort. This research theoretically is expected
to support other research by providing additional information
regarding the development of e-commerce activities and practically
is expected to be useful for hotel management to evaluate the
effectiveness of e-commerce implementation. The data collection
methods used in this research are documentation, interviews, and
observations. The data analysis technique used is a quantitative
analysis which is done through the calculation of the percentage of
effectiveness using the effectiveness formula, and descriptive
qualitative that is done to explain the information and data in the
form of numbers collected during conducting research. Data
processing is done using Microsoft Excel and the results of data
analysis in the form of numbers, percentages, and graphs will be
qualitative in the form of information to answer the problem
formulation, make conclusions and suggestions for this research.
The implementation of e-commerce which is examined in this
research is through B2B and B2C strategies. Based on the analysis
that has been done, the results show that the average effectiveness
of e-commerce is reaching 100% or it is categorized as “Very
Effective” and B2B strategy is more effective in contributing room
occupancy because it can exceed the target to be achieved.
Keywords: marketing, e-commerce, room occupancy
INTRODUCTION
Tourism is one of the major players in international commerce and the fastest growing
economic sectors which represents one of the main income sources for many developing
countries. As one of Indonesia’s favourite tourism destinations, Bali was chosen as the
travelers’ choice top destination in 2017 by Trip Advisor Travellers Choice ratings. The high
popularity of Bali as a tourist destination causes very tight competition among the hospitality
business and its tourism industry especially hotels as they built to cater to the tourist needs.
Hotel is one kind of accommodations that uses partly or fully the building to provide service
for the public that is managed commercially (Ekaningrum, 2016: 41). Recognizing that 25.80%
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 90
of total hotels in Bali are built in Badung Regency makes a very competitive business cannot
be avoided and create a fierce battlefield as companies fight to capture a similar type of guest
(Statistic of Bali Province, 2019). With that competition, hotels in Bali compiled various
marketing strategies in increasing room occupancy to be able to compete competitively. The
success of a hotel in increasing room occupancy is inseparable from the efforts made by the
Sales & Marketing Department in the form of e-commerce activities. The presence of e-
commerce helps a Sales & Marketing Department to promote the products to the consumers
through online portal and it can be accessed by all people in the world.
E-commerce is defined as a way to sell and buy goods (and services) through the
internet network, but this of course, covers various aspects, included purchase transactions
and fund transfers via computer networks (Nugroho, 2006: 5). There are four types of e-
commerce based on their characteristics, such as Business to Business (B2B), Business to
Customer (B2C), Customer to Customer (C2C), and Customer to Business (C2B) (Pratama,
2015: 10). However, this research is focusing to discuss the Business to Business (B2B) and
Business to Customer (B2C). B2B is an online business communication system between
business people, while the sellers in selling their products, do not interact and communicate
directly with consumers. Whereas B2C can be interpreted as a type of electronic commerce
where a company (Business) sells its products directly to buyers (Customers) or without using
an intermediary (distributor).
Table 1. Room Night’s Contribution by 2017-2019
Distribution Channel
Year
E-commerce
Target
E-
Commerce
Offline Travel
Agent
Group
2017 70,812 71,437 30,590 19,220
2018 71,295 68,555 29,326 19,239
2019 77,437 80,182 30,678 20,466
(Source: Sales and Marketing Department, 2019)
InterContinental Bali Resort is one of the five stars hotel that implemented e-commerce
to win this tough competition. As can be seen on the above room nights contribution table, it
is dominated by e-commerce. Meanwhile, according to these problems, the researcher has
questions, is it all of the e-commerce activity contribute effectively to the hotel and how it
effects? Therefore, the researcher raises the title “The Effectivity of E-Commerce in Increasing
the Room Occupancy at InterContinental Bali Resort, Jimbaran“. Effectivity means that the
information must be in accordance with user needs in supporting a business process, including
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 91
information that must be presented in the right time, the right format so that it can be
understood, consistent with the previous format, the contents are in accordance with current
needs and complete or by following the needs and conditions (Mc Leod, 2007: 41). The
purposes of this study are to find out how effective the implementation of e-commerce is and
to find out the most effective variables in increasing the room occupancy at InterContinental
Bali Resort.
RESEARCH METHOD
The location of the study is at InterContinental Bali Resort, located at Uluwatu Street,
No. 45, Jimbaran, South of Kuta, Bali. There is a total of 3 variables that have been used in
this research, such as Business to Business (B2B), Business to Customer (B2C), and Room
Occupancy. Variables are anything in the form of whatever is determined by researchers to
be studied so that information is obtained about it, then conclusions are drawn (Sugiyono,
2014). The population used in this research is all the Online Travel Agencies (OTA) liaised
with InterContinental Bali Resort and the sample only 10 OTA selected to be studied in this
research. The data used in this study is quantitative data in form of target of the room nights
to be achieved, the total of room night contribution (room sold), and room occupancy. In this
study, the study documentation, interview, and observation are used to collect the data
needed. Researches concerning effectivity of e-commerce to hotel’s room occupancy had
been done by some researches such as Caliskan (2013), Agag (2017), Elhaj (2016), Julyanti
(2099), and Dewi (2018). However, they did not cover all aspects of e-commerce channel
distributions as we do (Business to Business and Business to Customer). Besides that, the
location they chose is different from the one that researcher do.
Data analysis technique used in this study are quantitative analysis and qualitative
descriptive analysis. Quantitative analysis which is used to answer the problem identification
through the effectiveness formula (Mahmudi, 2005), as below:
𝐸𝑓𝑓𝑒𝑐𝑡𝑖𝑣𝑒𝑛𝑒𝑠𝑠 =
𝑇𝑜𝑡𝑎𝑙 𝑜𝑓 𝑟𝑜𝑜𝑚 𝑠𝑜𝑙𝑑
𝑇𝑎𝑟𝑔𝑒𝑡 𝑜𝑓 𝑟𝑜𝑜𝑚𝑠 𝑡𝑜 𝑏𝑒 𝑠𝑒𝑙𝑙
× 100%
The descriptive qualitative analysis technique used to describe the information obtained
from the effectiveness calculation through the effectiveness formula, then the results of
calculations and tabulation of data in the form of percentages, tables and graphs are then
analyzed, presented, interpreted and systematically described.
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 92
RESULTS AND DISCUSSION
1. The Effectivity of E-Commerce through B2B Implementation
Monthly
2017 2018 2019
R/S Target Effectivity Criteria R/S Target Effectivity Criteria R/S Target Effectivity Criteria
Jan 2,915 2,884 101.07 VE 2,203 1,880 117.15 QE 3,505 3,467 101.08 VE
Feb 2,978 2,947 101.07 VE 2,584 2,112 122.34 QE 4,689 4,652 100.80 VE
March 2,955 2,924 101.07 VE 2,596 2,123 122.26 QE 3,609 2,973 121.39 VE
April 4,159 4,129 100.74 VE 2,753 2,268 121.37 QE 4,198 3,561 117.89 VE
May 3,750 3,719 100.84 VE 3,648 3,695 98.75 QE 2,743 2,706 101.37 VE
June 5,121 5,090 100.61 VE 3,119 3,206 97.28 QE 2,723 2,686 101.37 VE
July 5,309 5,278 100.58 VE 5,190 5,118 101.41 QE 5,274 5,235 100.74 VE
August 5,227 5,195 100.62 VE 5,829 5,707 102.13 QE 5,396 5,359 100.70 VE
Sept 3,013 2,981 101.06 VE 5,160 5,090 101.37 QE 5,256 5,219 100.71 VE
Oct 3,575 3,544 100.87 VE 5,179 5,108 101.40 QE 5,351 5,314 100.69 VE
Nov 2,145 2,294 93.51 E 3,158 3,242 97.41 QE 2,446 2,408 101.56 VE
Dec 1,287 1,503 85.63 QE 3,141 3,227 97.35 QE 2,919 2,882 101.29 VE
Total 42,434 42,487 99 E 44,561 42,777 104 VE 48,109 46,462 104 VE
Average 3,536 3,541 3,713 3,565 4,009 3,872
(Source: Revenue Department InterContinental Bali Resort (data processed))
The result conducted from above table shown that in 2017 the implementation of OTA it
is targeted to 42,487 room nights but the results can be achieved in the amount of 42,434
room nights, it is shown did not achieved the desire target by 0.12% and categorized
ineffective. However, in 2018 and 2019 is exceed the desired target of and it is categorized
that the implementation of OTA strategy can be said effective. Furthermore, based on the
effectiveness calculation resulted that in 2017 and 2018 effectivity criteria are lies in “Effective”
criteria with the result is 99%. Meanwhile in 2019, the effectivity calculation in the year 2019
shown that the effectivity criteria are lies in “Very Effective”.
2. The Effectivity of E-Commerce through B2C Implementation
Monthly
2017 2018 2019
R/S Target Effectivity Criteria R/S Target Effectivity Criteria R/S Target Effectivity Criteria
Jan 1,944 1,923 101.10 VE 1,186 1,254 94.62 E 2,336 2,312 101.06 VE
Feb 1,985 1,964 101.05 VE 1,391 1,408 98.81 E 3,126 3,101 100.80 VE
March 1,970 1,949 101.07 VE 1,398 1,416 98.75 E 2,406 1,982 121.39 VE
April 2,774 2,752 100.78 VE 1,482 1,512 98.03 E 2,799 2,374 117.90 VE
May 2,500 2,479 100.84 VE 1,965 2,463 79.76 QE 1,829 1,804 101.39 VE
June 3,414 3,393 100.61 VE 1,679 2,137 78.57 QE 1,816 1,791 101.41 VE
July 3,540 3,519 100.60 VE 2,795 3,412 81.91 QE 3,516 3,490 100.74 VE
August 3,484 3,463 100.60 VE 3,138 3,805 82.49 QE 3,597 3,572 100.69 VE
Sept 2,008 1,988 101.03 VE 2,779 3,394 81.88 QE 3,504 3,479 100.71 VE
Oct 2,384 2,363 100.90 VE 2,789 3,405 81.90 QE 3,568 3,543 100.71 VE
Nov 1,730 1,529 113.13 VE 1,701 2,162 78.68 QE 1,630 1,606 101.52 VE
Dec 1,270 1,002 126.75 VE 1,692 2,151 78.63 QE 1,946 1,921 101.29 VE
Total 29,003 28,325 102 VE 23,994 28,518 84 QE 32,073 30,975 104 VE
Average 2,417 2,360 2,000 2,377 2,673 2,581
(Source: Revenue Department InterContinental Bali Resort (data processed))
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 93
The result conducted from above table shown that in 2017 the implementation of B2C it
is targeted to 28,325 room nights but the results can be achieved in the amount of 29,003
room nights, it is shown did not achieved the desire target by 2.34% and categorized effective.
However, in 2018 the room night contribution did not achieve the desire target with the room
night achieved is 23,994 from the target 28,518 and it is categorized ineffective. Meanwhile,
in 2019 is exceed the desired target of and it is categorized that the implementation of B2C
strategy can be said effective. Furthermore, based on the effectiveness calculation resulted
that in 2017 effectivity criteria are lies in “Very Effective”, in the year 2018 shown that the
effectivity criteria are lies in “Quite Effective”, in the year 2019 shown that the effectivity criteria
are lies in “Very Effective”.
3. Effectivity of E-Commerce Implementation in Increasing the Room Occupancy at
InterContinental Bali Resort.
The implementation of e-commerce in increasing the room occupancy at
InterContinental Bali Resort can be seen from the results of data calculations conducted by
the Revenue Department. The data calculation is done to know how much contribution is made
by the implementation of ecommerce in increase room occupancy at InterContinental Bali
Resort, as follow:
Table 2. Contribution of E-Commerce to The Room Occupancy
Monthly
2017 2018 2019
Room
Occ
(%)
E-
commerce
Occ
(%)
Room
Occ
(%)
E-
commerce
Occ
(%)
Room
Occ
(%)
E-
commerce
Occ
(%)
Jan 69.10 37.59 38.25 26.22 81.40 45.18
Feb 69.70 39.67 48.51 31.77 91.00 62.47
March 69.70 38.10 50.10 30.90 70.80 46.53
April 84.20 55.42 57.64 33.85 85.20 55.93
May 83.30 48.35 59.66 43.42 78.20 35.37
June 90.60 66.02 65.41 37.12 87.80 35.11
July 92.90 68.45 86.20 61.77 95.40 68.00
Aug 91.70 67.39 92.70 69.37 97.80 69.57
Sep 77.40 38.84 89.60 61.41 97.00 67.77
Oct 65.20 46.10 87.60 61.64 94.40 69.00
Nov 50.00 29.98 56.81 37.59 71.40 31.53
Dec 26.00 19.78 55.14 37.39 74.50 37.63
Average 72.48 46.31 65.64 44.37 85.41 52.01
(Source: Revenue Department InterContinental Bali Resort (data processed, 2020))
This contribution is used to provide an overview of the benefit of using the e-commerce,
so it will assist in taking appropriate method in increasing room occupancy in the following
year. In the year 2017 the contribution from e-commerce is 46.31% from the total room
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 94
occupancy is 72.48%. Furthermore, in 2018 the contribution of e-commerce decreased at
1.94% from the previous years, as shown that the contribution that achieved is 44.37% from
the total room occupancy is 65.64%. This business declined because of the impact from the
renovation program for several building at InterContinental Bali Resort, and the phenomena
of Mount Agung eruption that happened on September 2017. Meanwhile, in 2019, some of
the building have been renovated and the Sales and Marketing Department create special
offers for the OTA, create several new room packages on the website to promote the new
product, and the condition of Mount Agung is fully recovered. Therefore, it is increased the
contribution by 7.64% from the previous year with the number of contributions is 52.01% from
the total room occupancy achieved on this year is 85.41%. Referring to the previous research
which develop the reservation of Online Travel Agent (OTA) to the Room Occupancy period
2015-2017, stated that the reservation in 2015 is 41% from the total room occupancy is 42%.
In the year 2016, the total reservation of OTAs is 50% from the total room occupancy is 58%
and on the year 2017 the total reservation from OTAs raised 51% from the total room
occupancy is 59%. This percentages show that the contribution from OTAs distribution
channel has great influence toward increased the room occupancy (Dewi, 2018).
4. The Most Effective Variable in Increasing Room Occupancy at InterContinental Bali
Resort
Table 3. Target of Room Night Contribution 2017 - 2019
Years
E-Commerce B2B B2C
Room
Night
Occ
(%)
Room
Night
Occ
(%)
Room
Night
Occ
(%)
2017 70,812 45.65 42,487 27.39 28,325 18.26
2018 71,295 45.96 42,777 27.58 28,518 18.38
2019 77,437 49.92 46,462 29.95 30,975 19.97
Total 219,544 47.18 131,726 28.31 87,818 18.87
(Source: Revenue Department (data processed, 2020))
Table 4. Room Night Contribution 2017 - 2019
Years
E-Commerce B2B B2C
Room
Night
Occ
(%)
Room
Night
Occ
(%)
Room
Night
Occ (%)
2017 71,437 46.31 42,434 27.35 29,003 18.70
2018 68,555 44.37 44,561 28.73 23,994 15.47
2019 80,182 52.01 48,109 31.01 32,073 20.68
Total 220,174 47.56 135,104 29.03 85,070 18.28
(Source: Revenue Department (data processed, 2020))
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 95
By grouping the total target and total room night contribution achieved, the result
shown that in 2017-2019 the implementation of e-commerce through the B2B strategy as
overall is targeted at 131,726 room nights and the overall results at 135,104 rooms nights,
which shown that it is exceed the target by 2.50%. While the implementation of e-commerce
through the B2C strategy in the 2017-2019 period as overall is targeted at 87,818 room nights,
but the overall results can be achieved at 85,070 room nights, which is shown that the
implementation of B2C did not achieve the desired target of 3.13%. This result shown that
B2B strategy is more effective when compared to the B2C strategy, since B2B could exceed
the desire target.
CONCLUSIONS
Based on result of data analysis, can be concluded that B2B has increased every year
from 2017-2019 and is able to produce room night contribution which is exceed the target and
it is categorized to be effective. However, the implementation of B2C is categorized ineffective
since the overall contribution still below the desire target. Furthermore, the variables that give
the most effective contribution to the room occupancy is Business to Business (B2B), as it is
able to exceed the desire target, if compared with Business to Customer (B2C) variable.
ACKNOWLEDGMENT
By this acknowledgment, the writer would like to express the great gratitude to The
Almighty God because of His blessing this research can be completed. I Nyoman Abdi, SE,
M.eCom as Director of Director of Politeknik Negeri Bali, who has given the researcher
opportunity to gain knowledge at Politeknik Negeri Bali. Furthermore, Ni Nyoman Sri Astuti,
SST.Par.M.Par and Drs. Dewa Made Suria Antara, M.Par as the advisor who have given
direction, advices, guidelines, and supports throughout the completion of this study, and many
gratitude to the Management of InterContinental Bali Resort, especially Sales and Marketing
Department who have helped the researcher in the development of this thesis. The writer
realize that this thesis is not perfect yet and aware that there are any deficiencies found on
this thesis. Therefore, on this occasion the researcher would like to apologize for the oversight
and required some criticism and suggestion to make this thesis even better in the future.
Hopefully this research can be beneficial for all of us.
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319
Journal of Applied Sciences in Travel and Hospitality
ISSN: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 96
REFERENCES
Agag, G., & El-Masry, A. A. (2016). Understanding the determinants of hotel booking
intentions and moderating role of habit. International Journal of Hospitality
Management, 54, 52-67.
Badan Pusat Statistik Provinsi Bali. (2019). Number of Nonclassified Hotels and Other
Accommodations in Bali by Regency/Municipality and Rooms Group, 2000-2017.
Bali: Badan Pusat Statistik.
Caliskan, S., Kutlu, B., & Kimiloglu, H. (2013). The contribution of online travel
agencies to the profitability of hotels: case of Turkey. Interdisciplinary Journal of
Research in Business, 3(3), 8-18.
Dewi, N. M. N. C., Aryana, I. N. R., Ernawati, N. M., Astuti, N. N. S., & Suarta, I. K.
(2018). contribution of reservation through travel agent to room occupancy at Le
Grande Bali. Journal of Applied Sciences in Travel and Hospitality, 1(4), 324-
331.
Ekaningrum, Y. (2016). Manajemen Hotel. Surabaya: NSC Press.
Elhaj, M. (2012). Preferences for online vs. traditional travel reservation. ASEAN
Journal on Hospitality and Tourism, 10(2), 100-109.
Julyanti, N. G. A. N. T., Astawa, I. P., & Nadra, N. M. (2018). E-commerce
implementation model in increasing room occupancy at Grand Inna Kuta Hutal.
Journal of Applied Sciences in Travel and Hospitality, 1(3), 273-282.
Mahmudi. (2005). Manajemen Kinerja Sektor Publik. Yogyakarta: UPP AMP YKPN.
Mc Leod. (2007). Sistem Informasi Management. Bandung: Lingga Jaya.
Nugroho, A. (2006). E-commerce (Memahami Perdagangan Modern di Dunia Maya).
Bandung: Informatika.
Pratama, E. (2015). E-commerce E-Business dan Mobile Commerce. Bandung:
Informatika Bandung.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:
Alfabeta.
file:///D:/MBP/OJS/JASTH/JURNAL/JURNAL/2020/MARET/622-8319